According to trade publication Advertising Age, Old Navy wants to change the way you think of its discount clothes and, in the meantime, shore up sales.
Here’s an excerpt from the Ad Age story:
The division of the struggling Gap Inc. is trying to shake off its traditional discount image with a new logo and marketing campaign for the spring 2008 season aimed at women in their 20s. The aim is to recapture some of the market share lost to competitors such as Target in recent years.
The campaign will be officially unveiled today in New York at an event featuring performances by DJ AM and Natasha Bedingfield.
For the month of December, Old Navy reported an 8% decline in stores open at least a year, on top of a 10% falloff during the same period a year ago. In the third quarter ended Nov. 3, the most recent quarter for which information is available, Old Navy saw same-store sales drop 8% on top of a 7% tumble in the comparable period.
The new campaign, which was overseen by Exec VP-Marketing Michael Cape, a former J.C. Penney marketer, will include TV, print, online, direct mail and in-store elements. The TV commercials are intended to be a miniseries, with each spot following a group of 20-something women as they embark on relationships, road trips and the like.